King of the Road

Sportsman and executive Luca Cordero di Montezemelo likes a challenge. A few years ago he pledged to end Ferrari’s 21-year Formula One losing streak or else leave the company’s helm.

Three consecutive constructors’ titles later, his job is safe. Now he’s determined to launch a pricey new convertible in the U.S., even as the worldwide luxury-goods market trembles from the aftershocks of the Sept. 11 terrorist attacks.

Born in Bologna and educated at the University of Rome and Columbia University, Montezemolo, 54, has been credited with taming the prancing horse. Gianni Agnelli, chairman of...